We are in an era of massive disruptions in markets, media, management approaches and business models. These disruptions are being caused by rapid technological changes on the one hand and tectonic shifts in customer preferences and societal behaviour on the other. Marketing knowledge and practices have to advance at a significantly higher pace to address the changing context of market behaviour. Handbook of Advances in Marketing in an Era of Disruptions is meant to share ideas and new knowledge that are relevant to this world of disruptions. Leading scholars from around the world, who have keenly observed the changing market environment, business policies, parameters, theories, methods and practices, have put forth their theses on how marketing thinking needs to evolve to keep pace with the market reality.

I Am Standing; No, I Do Not Use Grecian Formula; No, I Am Not an International Grad Student: An Essay in Appreciation of Jag Sheth
I am standing; no, i do not use grecian formula; no, i am not an international grad student: An essay in appreciation of jag sheth
Terry Clark Martin Key

You burst on the scene, already a legend.

—Joan Baez

There were giants in the earth in those days.

—Genesis 6:4

Introduction

‘I am standing’; ‘No, I'm not a foreign grad student’ and ‘No, I don't use Grecian formula’. These are all frequently used opening lines in Jagdish Sheth's public lectures. In using them, he reveals a comfortable self-depreciation that rests on a rock solid confidence. Paradoxically, and perhaps ...

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